Climbing the ladder of lifestyle has always been the aspiration behind brand consumption. That guy Maslow – for the sociology geeks, nailed it somehow with the pyramid of needs.
Now this “infographics” is quite interesting in the way it defines segments of luxury from the bottom up. And we already heard controversy, such as “aren’t Coach and Geox more suitable to be called “upper mid brands” instead of affordable luxury?”
There’s much to discuss.
What will Daigou buy therefore? And aren’t old Maisons sketpical by this positioning in the digital era? A real camouflet againt Louis Vuitton, downgraded to the “accessible core” thus.
All fashionisti can now place once and for all brands that all seem to mean glitter and billions: Cartier, Bottega Veneta, Prada, Bulgari, Louis Vuitton…). Black is the new Bling.
Here is the Bermudan triangle anyway. Don’t get lost in it!